Membership trends 2017

As we start 2017, we've taken a look at the types of developments we anticipate in membership organisations in the coming 12 months. Here is a round-up of our top five predictions.

1. Generating member engagement with inbound marketing

Associations produce a high volume of content to share with very defined audiences. As such, inbound marketing is an ideal channel for organisations to build worldwide awareness and generate international member engagement. In 2017 it is expected that many associations will rapidly adopt this channel as part of their existing marketing mix.

2. Increase in demand for online learning

Education and training are becoming increasingly important within associations and there is a growing demand for online and mobile learning options. Webinars and distant learning are popular ways for people to access training courses, and the value of certified courses is on the rise.

Educational offerings are not just for members though: publicly available courses will continue to be a big revenue generator for associations in 2017.

3. Mobile apps for conferences and trade shows

Despite living in a digital age with its many technical advances, people still love face-face interaction. Technology is being used to enhance the experience, from mobile apps that help delegates book and navigate their way around large events to advanced software that provides analytics on attendee behaviour.

4. Wider support for integrations

2016 saw an increase in demand for third-party system integrations that make processes more efficient. For example, associations are increasingly looking to integrate payment systems so that members can renew their subscriptions online.

Event management enables members to book and pay for events online and provides staff with detailed reporting options on who's attending, dietary requirements and delegate buying patterns. By integrating CRM systems, members are able to update their own records as well as interact with other members online.

The demand for these plug-ins is expected to grow, with processes becoming even more streamlined in 2017.

5. Using data for personalisation

Better access to reporting and data will enable associations to gain greater insight into their member needs and behaviour. Armed with this information, associations will be able to produce highly targeted content and develop new products and services geared specifically towards their members' needs.